Guest editorial: a new dawn for qualitative service research

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Witell , L , Holmlund , M & Gustafsson , A 2020 , ' Guest editorial: a new dawn for qualitative service research ' , Journal of Services Marketing , vol. 34 , no. 1 , pp. 1-7 .

Title: Guest editorial: a new dawn for qualitative service research
Author: Witell, Lars; Holmlund, Maria; Gustafsson, Anders
Contributor: Hanken School of Economics, Marketing, Helsinki
Belongs to series: Journal of Services Marketing
ISSN: 0887-6045
Abstract: Purpose: The purpose of this study is to highlight the role of qualitative research in service research. This study discusses what qualitative research is, what role it has in service research and what interest, rigor, relevance and richness mean for qualitative service research. Design/methodology/approach: This study examines the most common qualitative research methods and discusses interest, rigor, relevance and richness as key characteristics of qualitative research. The manuscripts in the special issue are introduced and categorized based on their contributions to service research. Findings: The findings suggest that the amount of research using qualitative research methods has remained stable over the last 30 years. An increased focus on transparency and traceability is important for improving the perceived rigor of qualitative service research. Originality/value: This special issue is the first issue that is explicitly devoted to the qualitative research methodology in service research. In particular, the issue seeks to contribute to a better use and application of qualitative research methodology.
Date: 2020-02-14
Subject: Customers and Relations
512 Business and Management
qualitative research
case study research
0 - Not open access
1 - Self archived
1- Minst en av författarna har en utländsk affiliation
1- Publicerad utomlands
0- Ingen affiliation med ett företag
AoS: Competition economics and service strategy - Service and customer-oriented management

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